How Hardik Pandya is going about building a unique brand

Hardik Pandya could not have picked a more appropriate product to endorse right now than a backpack with a built-in massager. Images of the all-rounder being stretchered off the field with a back spasm during the Asia Cup last month would have worried Indian cricket fans.

While the 25-year-old is still recovering from an acute lower back injury, he was in his element at a five-star hotel in Mumbai last week during an interaction on the sidelines of the launch of EUME, which claims to be the world’s first built-in massager backpack.

“I endorse products that I would use,” Pandya tells “I like to use the product before signing an endorsement contract because I don’t want to misdirect people. I used the backpack and found it so comfortable. It’s also such a unique product, so it’s pretty exciting to endorse something like this.”

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About Jaideep Vaidya

I am a freelance journalist based in Mumbai, India. I focus on the business of sport. I have written for publications such as Forbes India, Mint Lounge,, Quartz, Firstpost, Bleacher Report and The Guardian. I have eight years of experience in sports writing, reporting, sub-editing, social media management, news curation and production (print and online). You can get in touch with me at